結合地方休閒產業共創節慶活動價值之研究－以三義鄉客家桐花祭為例

Combined to Create a Festival where the Value of Leisure Industry-A Case Study of Sanyi Township Hakka Tung Blossom Festival

顏建賢(Chien-Hsien Yen) ； 曾宇良(Yu-Liang Tseng)

《鄉村旅遊研究》 5卷2期 (2011/12) Pp. 15-29

https://doi.org/10.30169/JRTR.201112.0002

摘要

近年來，在我國政府大力的提倡之下，國內許多縣市開始推廣地方的特色產業，利用文化節慶活動的方式吸引觀光人潮，進而帶動地方的經濟發展。然而，在眾多的節慶活動當中，大多都是一時的風潮，真正能夠永續發展的卻不多，造成資源的浪費。本研究以苗栗縣三義鄉客家桐花祭為個案，從價值共創的觀點探討客家桐花祭舉辦期間，相關參與者之間的互動所產生的價值，並重新整合三義鄉既有的觀光產業資源，進而共創區域整體價值。依據深度訪談的結果得知：除了春節假期之外，桐花祭期間為一年之中遊客人數及營業額最高，其所帶來之正面效益為知名度的提升，活絡當地商業活動，本地及外地人的投資意願增加，帶動經濟的發展且客家文化被重視，但卻帶來交通問題及生活品質的影響。當地相關休閒產業業者彼此之間互動良好，擁有共同創造並提昇價值的理念。然而客家桐花祭被認為是經過行銷包裝後的文化，要永續發展需要堅持並良好的經營管理，但是當地公部門及民間組織非常依賴政府的計畫經費補助，如果沒有補助，舉辦客家桐花祭的意願就不高。再加上客委會近年改變補助方式，將資源分散導致各地舉辦的活動規模小且重複性高，因此高度依賴政府及無法整合資源為苗栗縣三義鄉客家桐花祭未來之隱憂。

關鍵字

節慶活動 ； 價值共創 ； 三義鄉 ； 客家桐花祭

並列摘要

In these recent years, our government has promoted strongly to elevate the local characteristics of each country. It can attract visitors thus stimulate the local economic development by culture festivals. However, most of the festivals are not truly sustainable development, even caused the waste of resources. From the viewpoint of value co-creation, this research attempts to investigate the value generated by the interaction of related participants and re-integration of tourism resources in Sanyi, thereby creating a regional overall value during Sanyi Hakka Tung Blossom Festival. The interview result shows that the Tung Blossom Festival has brought the highest visitors and the highest turnovers in addition to the Spring Festival holidays, and also increased the awareness of Sanyi. It has promoted economic development and the importance of Hakka culture and both locals and foreigners willingness to increase investment, but it also brought traffic problems and the problems of life quality. Local leisure industry businesses interact with each other well, and they have a common concept of creating and enhancing value. However, Hakka Tung Blossom Festival is considered to be packaged by marketing culture. It will need to continue holding and have a good management if the Hakka Tung Blossom Festival is sustainable development. But the local public sector and civil society organizations are very dependent on the Government's subsidies of plans. If there are no subsidies, they will give up holding the Hakka Tung Blossom Festival. In recent years, the Council for Hakka Affairs, Executive Yuan changes the way of subsidy to disperse resources and lead to repetitive and small scale of activity. Therefore, the future worries of Sanyi Hakka Tung Blossom Festival are highly dependent on government's subsidies and integration of resources can not be.

並列關鍵字

festival activities ； value co-creation ； Sanyi ； Hakka Tung Blossom Festival

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